articles
The corporate hierarchy of information needs
Russel Ackoff, renowned American organisational theorist, had a light bulb moment in 1989 and created a hierarchy of information — a solid backbone for all communication we send out to the marketplace. [Reading time: 1 minute] 27 July 2010
Perception vs. Reality
The first step to successful branding is ensuring that what you say and who you believe you are, is also how the market perceives you. [Reading time: 1.1 minutes] 20 July 2010
From first lead to final invoice
One of the most challenging obstacles to marketing is the gap in time between a first lead and getting the job. Especially in B2B, decision cycles can range from three months to four years ... [Reading time: 1 minute] 13 July 2010
Five tips for collecting testimonials
Awkward, painful and invasive are words that arise when we think about collecting testimonials from our clients. But anything that’s really valuable is worth working hard for. We do it all the time, so why not to help strengthen our position in the market? [Reading time: 1.5 minutes] 9 July 2010
First impressions in a digital age
Undoubtedly, you have heard the phrase, "There is no such thing as a stupid question." This is often true, however, not during a first meeting with your prospective client. [Reading time: 1.2 minutes] 1 July 2010
9 key steps to successfully implementing CRM
Customer Relationship Management (CRM) has moved from something that teams do, to an acronym for a class of software applications ... that don’t have a good record for successful implementation. [Reading time: 2.1 minutes] 24 June 2010
Assessing corporate reputation vs. brand
Don Sexton is a professor of business at Columbia University. BtoB Online recently asked him about trends in reputation analysis tools and metrics. [Reading time: 1.8 minutes] 17 June 2010
Adjectives mean action
“Choosy Mothers Choose Jif.” A tagline Jif has successfully used, without change, for over 27 years. Does that mean we don’t need to review our taglines even though we’re targeting a new generation? [Reading time: 1.1 minutes] 10 June 2010
Seven ways to make digital communications work
You can't judge a book by its cover, but that's exactly what many readers do when deciding whether to open e-newsletter or read your e-advertisements. Keep your readers engaged with these tips. [Reading time: 1.25 minutes] 3 June 2010
What social media means to you ...
Social media has grown exponentially over the last three years and so have the number of articles about them. But the real question is “What does that mean to me?” First you need to know a couple of important things about how people use social media. [Reading time: 1.8 minutes] 5 March 2010
